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Like Comcast, Cox is integrating Netflix into its cable service

James H. Collins / AP

Cox Cable customers can now search and select Netflix titles directly from within its core cable service, following a similar move by larger rival Comcast.

Why it matters: It's a case of "if you can't beat 'em, join em." Cox says 70 percent of those with its high-end cable box already subscribe to Netflix. Making the experience of using the two services together could help with both loyalty and retention.

Cox Cable president Pat Esser announced the move on stage in an interview with Axios' Ina Fried at an Internet Association conference in San Francisco Tuesday. However, eagle-eyed customers noticed it rolling out over the weekend.